Taking a page from Skyteam’s book, the Oneworld global alliance has kicked off a new branding and airport signage project to let frequent travelers know where the group’s benefits are available to them.
Although not as large and prominent as the Skyteam displays, the Oneworld effort will highlight the group’s logo and display the word “Priority” along with color-coded symbols representing Emerald, Sapphire and Ruby status, as appropriate for the benefit available at that point.
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The Star Alliance has been rolling out a similar signage program called Gold Track this year, which helps members find their way to shorter, exclusive security lines. SkyTeam’s SkyPriority led the way in this effort, and says that it’s signage is now “at 1,000 airports across the globe.” (1,000 airports? Hmm. But anyway…)
The first Oneworld signs went up in Perth, Australia’s airport, to be followed in August by Sydney, Melbourne, Berlin Tegel and Dusseldorf. Various U.S. gateways will get the treatment in September, and Oneworld promises that it will complete the project in 125 of the top business travel airports worldwide within a year.
Elite-tier benefits, depending on the traveler’s level, include things like priority check-in desks, security fast-track lanes, access to airport lounges, and priority boarding.
“Identifying where to take advantage of those privileges in often cluttered airport environments, particularly in unfamiliar surroundings, can sometimes be a challenge, even for the most frequent traveler,” said Oneworld CEO Bruce Ashby. “The new Oneworld Priority signage is designed to overcome that.”
The Oneworld alliance includes American Airlines, Qantas, British Airways, Japan Airlines, Cathay Pacific and others.
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